Life is complicated. You have to filter everything you hear – and read – in order to understand the true motivation behind any message. (Even this one.) Only then can you determine what’s really being said.
Business communications are equally complex. Everyone has an agenda. Everyone is trying to sell you something – all the time. It’s tiring.
Wouldn’t it be nice to be able to say something that rings simple and true – genuine?
You can, but you need to unlearn much of what has passed for marketing wisdom over the last few decades. You need to truly assess who you are, what you do, and why it really matters – to anyone but yourself.
If you can answer three simple questions truthfully, there’s hope that your message will prevail.
Who are you? What do you do? Why does it matter?
Seems simple enough. Go ahead and try. It’s harder than you think.
It’s complicated. Because you lack something critically important to accurately answer these basic questions.
Objectivity – a clean unobstructed view, a fresh perspective. You are too close to your business to see it anew. You are part of the social and political dynamic that exists in every business. You can’t see the forest for the trees.
You need someone who can assess your answers to these basic questions. They need to subject them to the sniff-test – a reality check. The goal is authentic representation of you and your offering, so that your message will resonate with prospects and customers who need and value your offering.
It’s not that complicated for a disinterested dispassionate third-party to evaluate and filter your answers and distill them down to the essential true value that resides in your offering – from the perspective of your target audience.
In the end, their perspective is the only one that matters.